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Johnson & Wales University

BACKGROUND
Johnson & Wales University was looking to improve donor contributions in both average amount given and adding new donors. They were interested in targeting a segment of non-donors and past donors.

SOLUTION
GRI was contracted to produce an integrated online and offline program that consisted of (4) email efforts, (1) direct mail and web/facebook ads. The email and direct mail was created by GRI and deployed via GRI’s in-house marketing automation platform. All email and direct mail had personalized graphics and text based on major, year of graduation, scholarship, sports involvement, etc.

Landing pages for email and direct mail were personalized via the use of personalized url’s (Purls). The first landing page was more informative and included a video from the class president. All landing pages transferred the data directly to the JWU e-commerce page so the donors only had to fill in the amount of donation and enter their credit card. The program ran over a 3 month period.

RESULTS

Average donations increased by 26%

Added 60 new donors

Raised $9,000 including one $1,000 donation from a new donor

Produced a .58% response rate for non-donor segment



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Johnson  Wales University

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